Pengaruh Elemen Visual dan Jenis Konten Pada Instagram @Tapada_Id Dalam Meningkatkan Brand Awareness dan Minat Beli di CV. Tapada Berkah Bersama

The current communication technology development has used digital system and internet to deliver an information. One of printing and convection enterprises in Makassar, CV. Tapada Berkah Bersama, uses visual content in social media especially Instagram to deliver related information of Tapada enterprise to the audiences and potential customers. This research was aimed to study on whether the visual content used on Instagram able to affect the buying interests and brand awareness from audiences and public related to Tapada enterprise. Research method used was quantitative to measure the information understanding level which is received by the audience from visual content. The results of this study found that there was a strong effect of content types and visual elements simultaneously giving 54.3% effect on brand awareness, and 47.6% effect on buying interest. It can be seen that the use of social media and digital platforms can build brand awareness and interest from potential customers to enterprises that use social media as public media to introduce company profiles and products offered.